An effective marketing plan for any company includes a variety of promotional tools. One of the most powerful and cost effective is the press release.
A well-written press release can dramatically increase your sales, expose your company to prospective customers and enhance the image of your business or products. And the exposure can be virtually unlimited. No longer are you restricted to print and broadcast media. You can post press releases online as fresh content for your website. And you can distribute your press releases to news websites for further visibility.
Think your company has nothing to publicize? Think again. While big news is great, you don’t have to wait until you have earth-shattering announcements. You can write about anything your organization is doing. Some ideas for press releases are:
Once you have a newsworthy topic, then it’s time to get down to writing your press release.
You can hire a professional press release copywriter or craft your own copy, keeping these guidelines in mind:
1. Create a compelling headline. It should be brief, clear and to the point, an ultra-compact version of the press release’s key point. Be sure to include your keywords to catch the reader’s interest and also the attention of search engines.
2. Start strong. Your first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers’ attention. Don’t blow it with a weak opening.
3. Use keyword-rich copy. Use those phrases that will help people find you via search engines. For example, if you’re an Orlando ad agency, be sure to use that exact phrase, “Orlando ad agency,” several times in your text.
4. Be concise. Don’t exceed two pages. A press release that’s too long won’t get read.
5. Keep it simple. Internet readers don’t read word for word. They scan. Use short sentences. Steer clear of fancy language and jargon. Consider incorporating bulleted or numbered points, which make for quick reading and comprehension.
6. Focus on facts. Provide the relevant information without editorializing. Tell the truth. Avoid fluff, embellishments and exaggerations. Same goes for unsubstantiated claims.
7. Write it well. Your press release is a reflection on your company. Check your grammar and spelling.
8. Incorporate links. Those links can help your ranking on search engines and will deliver potential customers to the home or landing pages on your website.
9. Include your contact information. Give reporters and readers an easy way to get in touch if they have questions or want more details.
10. Don’t forget a call to action. Use your press release to prompt your reader to take additional action such as visit your website, subscribe to your blog or even make a purchase.
11. Add a picture. Photos can draw the eye and add interest to any write-up. Use captions to help tell the story.
If you write and distribute your press releases correctly, you can reach your prospects directly. The benefits are numerous and the costs are far less than purchasing paid advertising. Make use of this highly-effective marketing tool, and you’ll soon be reaping the benefits of free publicity.
Need help writing press releases for your business? Contact Susan Greene today!